In this presentation you will: >Discover the benefits of programmatic videos and Twitter tailored audiences >Learn intent and behavioral data to build your brand >Learn how to leverage Twitter Ads to engage potential customers in the mome

1. “It’s the simple things in life that
are the most extraordinary”
- Paulo Cohelo

2. Subtitle
Slide title
Body copy
What is programmatic?
Block out the noise.
Definition of Programmatic:
“simplify with automation”

3. Real TimeMobile Native

4. Average consumer
unlocks their phone
110 times a day
SOURCE | Locked
We know growth is consumer led

5. SOURCE | ComScore
desktop
477B
tablet
100B
smartphone
381B
2013
desktop
416B
2010
smartphone
81B
internet usage by minutes
MOBILE HAS
SURPASSED DESKTOP
mobile
growth+593%
We know it’s changing the industry

6. Real TimeMobile Native

7. Goal in Real Time Marketing:
seamlessly integrate data to enable
Actionable
Context
and Signals
Cross
Channel
Optimization
User +
Moment
Specific
Relevancy

8. Real TimeMobile Native

9. • January 7, 2014 | 9:05 PM EST
• Polar vortex hits east coast
• Delivery trucks start to freeze
• #DiaperDelay starts trending
• Advertiser’s new flagship store
has trucks and diapers in NYC
• Mom opens messaging app to
inform traveling dad about last
diaper status
Buy Now
Free next day delivery in NYC. Just
two clicks to purchase. $16.99
Simpler Stores

10. Native ads improve effectiveness of
branding and direct response KPIs
Source: Twitter StudySource: IPG and SharethroughSource: IPG and Sharethrough
+9%
Conversion Rate
+300%
Brand Affinity
+18%
Purchase Intent

11. Re-market to
users with high
intent on
desktop or
mobile
Twitter ID
Launched 1/14/14
Specific Twitter user
segments
CRM
Launched 1/14/14
Customers from
your CRM
Web
Launched 12/5/13
Users who visited
your website
Execution via Tailored Audience

12. Why Tailored Audiences?
Conversion Rate comparisons- Q4, 2013
Source: Monetate eCommerce Quarterly 2014
New Consumers Returning Consumers
2.11%
3.54%

13. Focus: Tailored Audience
Target your audiences Exclude your audiences from targeting
Interest category: Movies and TV
Page visitors:
Apple iPad
Page visitors:
Lenovo IdeaPad
Page visitors:
Samsung Galaxy Tab
Current
subscribers
GHI Shopping @GHIShopping
On the lookout for a new tablet computer? Buy one in
the next 24 hours for a $50 gift card! ghishopping.com/
WKW32u
Promoted by GHI Shopping
EFG Cable @EFGCable
January only: new subscribers get HBO and Showtime
included for one year at no extra charge. efgcable.net/
WKW32u
Promoted by EFG Cable

14. @TwitterAds | Confidential 14
Keep your brand top of mind
for in-market consumers
The 2014 BCDCoupe was voted the year’s
Best New Sports Car. Take a test drive to
find out why: bit.ly/bcdcoupe
pic.twitter.com/jM9Q6DCQCU
BCD Motors
@BCDMotors
Audience: Auto intenders, visited sports car pages
WEB

15. @TwitterAds | Confidential 15
Keep your brand top of mind
for in-market consumers
Treat yourself to a getaway this winter. Get
up to 30% off Las Vegas packages. Book
now: bit.ly/vegas30 pic.twitter.com/
vcr2mN8MCn
ABC Travel
@ABC_Brands
Audience: Expressed interest in Las Vegas travel in the last 3 months
without booking
WEB

16. @TwitterAds | Confidential
Promote a limited time offer
to incentivize cart
abandoners
Get free shipping when you purchase a
new pair of shoes for a limited time. Buy
now: bit.ly/freeship0
pic.twitter.com/UQN8FAxARK
ABC Shoes
@ABC_Brands
Audience: Cart abandoners
WEB

17. @TwitterAds | Confidential 17
Audience: Movie site visitors, viewed trailer
Drive sales among users
who’ve already expressed
interest in your brand
Have you seen #Birdseye2 yet? Don’t miss
it on the big screen - in theatres
everywhere now! bit.ly/1jK8Mt9
pic.twitter.com/ZOJor0BLhH
ABC Pictures
@ABC_Brands
WEB

18. @TwitterAds | Confidential 18
Share a special offer
with your most valuable
customers
Club members get $50 off orders over
$200 all month! It’s our way of saying
thanks. bit.ly/clubfifty
pic.twitter.com/TvKLhcePMN
ABC Shoes
@ABC_Brands
Audience: Frequent purchasers, high-value customers, loyalty club
members, etc.
EMAIL - CRM

19. @TwitterAds | Confidential 19
Promote upgrades or
complementary products to
existing customers
Audience: Existing customers who purchased over one year ago
You deserve the latest & greatest. Trade in
your old ABC phone and get $ back for a
new one. bit.ly/18GZfkR pic.twitter.com/
8tswP69Hpj
pic.twitter.com/UQN8FAxARK
ABC Wireless
@ABC_Brands
EMAIL - CRM

20. @TwitterAds | Confidential 20
Focus on efficiently
acquiring new customers
Earn cash back while building your credit.
Sign up now and we'll give you $20 to get
started. bit.ly/18GZfkR pic.twitter.com/
BlCUnhXxdw
ABC Credit
@ABC_Brands
Audience: College students (interest targeting), excluding existing customers
EMAIL - CRM

21. @TwitterAds | Confidential 21
Introducing a new touchscreen technology
like you've never seen. Get an exclusive
preview: bit.ly/18GZfkR pic.twitter.com/
BlCUnhXxdw
ABC Tech
@ABC_Brands
Shape opinions of influential
users
Audience: Tech influencers (via Twitter user ID)
USER ID - CRM

22. TA Case Study: BetaBrand
3 Keys to Success:
1. Drive qualified traffic with Twitter Website
Cards and specific Calls to Action
2. Increase conversions through timely, precise
targeting using Twitter Tailored Audience and
Promoted Tweets
3. Spark engaging conversation through Twitter
Earned Media

23. TA Case Study: BetaBrand
“With Tailored Audiences, we used information
from our own database to connect our messages
with the most receptive audiences on Twitter. We
were able to make smarter decisions about the
dollars we spent, driving conversion rates up,
while decreasing our acquisition costs and return
on effort.
Similarly, Website Cards helped drive our direct
response goals, getting people one step closer to
purchasing by directing customers to our site in a
more efficient, visual way”
Julian Scharman, Head of Customer Acquisition @Betabrand
CPC CR
Basket SizeCPA
-85%
-63%
+130%
+20%

24. Salesforce.com benchmark With tailored audiences
Salesforce.com
Engagement rate
+32%
lift in ER
New Relic benchmark With tailored audiences
New Relic
Conversion rate
+195%
lift in CR
Krossover benchmark With tailored audiences
Krossover
Acquisition cost
-74%
decrease in CPA
Hubspot benchmark With tailored audiences
Hubspot
Engagement rate
+45%
lift in ER
From beta testing of web approach
Conversion is defined as purchase or signup
TA example Results

25. Thank You
@TheOC